Europe targets fast fashion

Sustainable products have to become the norm, and a digital passport will inform consumers about their product’s sustainability. Fast fashion should become a thing of the past, the European Commission feels.

Recover and recycle

Almost all physical goods on the European market will have to become more environmentally friendly, circular and energy efficient throughout their entire life cycle. On Wednesday, the European Commission made proposals to realise these ambitions. All products will have a digital product passport, making it easier to repair or recycle them. The Commission also wants to take measures to prevent unsold products from being destroyed.

It is no surprise that textiles is the first sector to be targeted: after food, housing and mobility, fashion has the fourth largest impact on the environment and climate change. It is also the third largest consumer of water and land, and the fifth largest consumer of primary raw materials. Therefore, by 2030, textile products on the European market should be long-lived and recyclable, consist of recycled fibres as much as possible, be free of hazardous substances and be produced with respect for social rights and the environment.

Closed loop

Fast fashion should be out of fashion, reuse and repair services should be widely available, the press release says literally. Producers must take responsibility for their products throughout the entire value chain, including when they become waste. The Commission calls on manufacturers to limit the number of annual collections and asks member states to introduce favourable tax measures for re-use and repair. There will also be measures against microplastics in textiles.

Greenwashing is fundamentally wrong, according to the Commission. Fashion brands that show off fleece made from recycled PET bottles, for example, are misleading the consumer. After all, it is better to keep PET bottles in a closed cycle and reuse them for packaging drinks. Processing discarded textiles into fibres that can be used to make new clothes, however, is sustainable.

Not more expensive

“It’s time to end the model of ‘take, make, break, and throw away’ that is so harmful to our planet, our health and our economy. Today’s proposals will ensure that only the most sustainable products are sold in Europe”, said Vice-President for the European Green Deal Frans Timmermans.

He denies that sustainable products will become more expensive for consumers: On the contrary, “consumers can save money if products last longer, or if we buy more clothes second-hand. Each European now throws away 11 kilograms of textile annually, so there is room for improvement.”

To be clear, these are proposals that still need to be approved by the European Parliament and the member states. The aim is for the rules to enter into force in 2024.